Environmental behavior in a private-sphere context: Integrating theories of planned behavior and value belief norm, self-identity and habit

This study explores the determinants of environmental behavior in a private-sphere context and proposes an integrative model that includes the constructs from two theoretical frameworks, the theory of planned behavior (TPB) and the value belief norm theory (VBN), along with two additional variables, habits and self-identity. A questionnaire survey method was used to collect the survey data and statistical analysis relied on application of structural equation modeling (SEM). The results show that intention is the best predictor of environmental behavior followed by habits and subjective norm is the main attendant of intention. Awareness of consequences has a positive impact on personal and subjective norms, attitudes and perceived behavioral control, while these constructs have in turn a significant influence on behavioral intention. Self-identity moderates the relationships between biospheric values and personal norm, attitudes, subjective norm, and perceived behavioral control. The proposed model exhibit superior predictive ability compared to the original TPB and VBN models verifying its utility and effectiveness in explaining environmental behavior. The results of this work can be used by governments and policymakers to design and implement conservation programs to promote a more sustainable lifestyle. Recommendations for future research are discussed in the last section of this paper.